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<atom:link href="http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Stat of the Day: Walmart Had A Good Foursquare Black Friday After All]]></title>
<link>http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments</link>
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<ttl>120</ttl>
<description><![CDATA[In a recent guestpost GroupM Search CEO Chris Copeland declared 'the beginning of the end' of Foursquare with two anecdotes as back-up. We checked the numbers.]]></description>
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<title><![CDATA[By: matt carmichael]]></title>
<link>http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments-95390</link>
<description><![CDATA[I don&#039;t have the chart right in front of me, but Whole Foods was probably 11 or 12.]]></description>
<pubDate>Mon, 05 Dec 2011 11:30 EST</pubDate>
<author>matt carmichael</author>
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<item>
<title><![CDATA[By: Anna Timofeeva]]></title>
<link>http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments-95375</link>
<description><![CDATA[I am really surprised Whole Foods is not in Top-10 of retail check-ins.]]></description>
<pubDate>Sat, 03 Dec 2011 18:32 EST</pubDate>
<author>Anna Timofeeva</author>
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<title><![CDATA[By: Loida Rosario]]></title>
<link>http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments-95351</link>
<description><![CDATA[Digital innovation is just getting started...it will not go back, just forward. Loida Roario]]></description>
<pubDate>Fri, 02 Dec 2011 16:20 EST</pubDate>
<author>Loida Rosario</author>
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<item>
<title><![CDATA[By: Jerry Renoe]]></title>
<link>http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments-95346</link>
<description><![CDATA[Bob, 

You&#039;re missing several critical factors.

- You&#039;re comparing one day of Foursquare check-ins to Wal-Mart&#039;s entire annual revenue number. That is not a relevant comparison. Even just extending to the week of check-ins noted about and using your $10 number takes it to ~$1.5MM for just that one week. That&#039;s revenue worth having no matter you scale.
- FourSquare takes almost zero effort. Set-up of locations takes seconds and requires no real maintenance. I&#039;ll take that deal. 
- You cannot value social media and location based media solely on a direct revenue measurement. You must consider impact view through sales, brand metrics and brand sentiment.

I&#039;m happy to say that digital is absolutely taking over a greater and greater share of marketing dollars. 
- Its taking money from print.
- It&#039;s already 17% of marketing budgets. 
- SEO and Social are big pieces of digital spends. 
I won&#039;t quote all the other stats but here are some 2012 trends to the point: http://www.6smarketing.com/infographic-digital-marketing-budget-trends-for-2012/]]></description>
<pubDate>Fri, 02 Dec 2011 15:27 EST</pubDate>
<author>Jerry Renoe</author>
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<item>
<title><![CDATA[By: BOB GILBREATH]]></title>
<link>http://adage.com/article/adagestat/walmart-a-pretty-good-foursquare-black-friday/231323/#comments-95335</link>
<description><![CDATA[Let&#039;s push the statistical modeling a little farther, Matt. It&#039;s not about check-ins, it&#039;s about sales. And for Walmart, you need scale to get real sales...

So, what if every single one of the ~35,000 people who checked in at Walmart on Black Friday spent an extra $10 because of this check-in. (I know, this itself is is debatable since there was no extra incentive to spend just because you checked in, but bare with me.) That would equate to an extra $350,000 of revenue for Walmart. For comparison, Walmart&#039;s total annual sales number is over $400 BILLION. The impact of Foursquare would boost its sales by a whopping .0001%. That tiny amount of potential impact is not worth a single Walmart employee spending the company&#039;s time to read this article. And, let&#039;s face it, even if you start making wilder assumptions about how many people will start buying smartphones and using Foursquare (which already claims 10 million users and seems to be topping out), it&#039;s still very tiny.

I&#039;m sorry to say that scale is the name of the game for mass marketers. And lack of scale is why we continue to see relatively few marketers&#039; dollars move to digital innovation.]]></description>
<pubDate>Fri, 02 Dec 2011 13:11 EST</pubDate>
<author>BOB GILBREATH</author>
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